Main Idea: We understand conflict when we understand that we live in communication as culture. 

James W. Carey’s cultural approach to communication presents the idea that we live in and through communication and this human capacity is what creates culture. This isn’t a new idea. The book of Proverbs is full of wisdom about the creative power of our words. In fact, we could go so far as to say that to speak is to create.

Analyzing conflict isn’t just about structure or pattern, but also about the power of our words. When we take a closer look at conflict, we find that our words matter more than we may realize. Communication theories—from interpersonal to organizational—help to illuminate our capacity to engage difficult, even fierce conversations with the hope of restoration and even reconciliation

THE CHALLENGE: What are the implications of recent technological changes and developments on communication in crisis situations?

THE AUDIENCE: Marketplace professionals in integrated marketing communication, corporate reputation, and corporate communication. *Prepare your brief with this audience in mind.

THE BRIEF: Select one of the two articles for this brief. Using the article as your primary text and starting point for answering this question, prepare a business brief that responds to the challenge question.

Business Brief Requirements: A business brief the equivalent of an academic paper but for a business context and audience. For this brief, the format should include a:

• Cover page
• Executive summary
• Headings for key areas
• In-text citations
• Succinct conclusion (3-5 sentences) focused on key insights
• Reference page
• Use of APA Style throughout

A total of five different sources should be cited and referenced in this brief:

• the course text
• the selected article
• two additional relevant scholarly journal articles published in the last three years
• one trade publication and/or marketplace commentary published in the last year (e.g. an article from Fast Company magazine)

Be sure to properly support your work with in-text citations. The final document should be 750-1000 words (3-4 pages, not including a cover page and reference page). SPECIAL NOTE: Use of first person is NOT permitted in this assignment.

Choose one of the two articles below as the artifact for this assignment. They can be accessed through Science Direct in JFL resources, or by inserting the title in the search bar on the homepage.

Xu, S. “Crisis communication within a community: Bonding, coping, and making sense together.” Public Relations Review, Vol. 44:1. March 2018, pp. 84-97.

Zheng, B., Hefu, L., and Davison, R.M. “Exploring the relationship between corporate reputation and the public’s crisis communication on social media.” Public Relations Review. Vol. 44:1. March 2018, pp. 56-64.

Upon successful completion of this module, you will be able to evaluate, in part, the implications of changes in technology on the way that we communicate in crisis situations.